To address the lack of donors, our global agency came up with the ‘Missing Types’ campaign cornerstone. Our role was to amplify this concept using digital, by showing people how the world would look without these important blood types.The campaign kicked off with a heap of online content including display banners, page takeovers, and social content to encourage the public to give blood. This was supported by getting businesses to remove their As and Os from their logos during the campaign, and provided them with digital toolkits to help seed the word.

Results

New Zealand Blood service saw a 75% increase in new donors booking appointments in the 5 weeks since Missing Type compared to 2015, 9,910 new and reinstated donors booking appointments (Over 8,000 more donors than last year) as well as more than 90 NZ businesses became involved in the campaign.

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About Y+S

We’re a specialist digital agency. We focus on three things; we’re strategic digital marketing thinkers, we create digitally led advertising campaigns, and build beautiful, mobile-responsive websites. We then drive effective results using smart digital media. We take a strategic approach and work collaboratively with our clients to deliver exceptional and accountable business results.